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Chances are, you already have some guidelines that come to mind when designing creative content: stay away from red, ensure your content is engaging, know your audience, etcetera, etcetera. But what would the experts say are the non-negotiables when creating effective content specific to digital signage? Is it the layout of the messages? Possibly. Is it the color scheme or clever wording? Could be. How about the eye catching branded content that really draws the viewer’s attention? You’re getting there. We sat down with one of our experts to discuss some of the secrets of the trade. Here’s the skinny, […]

Human beings prefer our lives to be colorful – literally. As The Ultimate Guide to Using Color Psychology in Marketing says: “Color is an essential tool because it has an impact on how we think and behave. Color directs our eye where to look, what to do, and how to interpret something. It puts content into context. It helps us decide what’s important and what’s not.” Understanding how we react to color is, not surprisingly, critical to design. But it may interest you to learn that there appears to be an evolutionary component to our color preferences, which is even more compelling when […]

We human beings are a brainy bunch. Our brain is the largest relative to body size among all other vertebrates. The cerebral cortex is greatly enlarged in humans and is the seat of complex thought. But in today’s modern world, it’s easy to forget that the brain has been key to our continued existence. “The brain . . . is designed to solve problems related to surviving in an unstable outdoor environment and to do so in nearly constant motion (to keep you alive long enough to pass your genes on). We were not the strongest on the planet, but […]

A blog from someone else in the digital signage industry recently called out those who might be pushing the envelope with marketing claims. One such claim the blogger took issue with: “Digital signage is easy.” That one struck me in particular, because we hear it often from prospects who have preconceived notions about digital signage (usually gained from talking with other vendors) and who are thinking about buying hardware and software, but running their own networks. The fact is, software has gotten more intuitive, and managing just a handful of screens can be relatively easy. You might be able to […]

As digital signage technology gets more sophisticated, so do content wants and needs. Something our customers are asking for more and more often is data-driven content. They’re looking for flexibility and real-time updates for their messaging to keep it fresh and relevant, beyond even what the typical RSS feed can provide. We recently had the opportunity to develop such a system for a benefit event that required entirely dynamic, data-driven content. By all accounts, the event was a great success for the organization sponsoring the fundraiser – and it illustrated the flexibility and function that data-driven content provides. “Harvest for […]

If it feels like you’re seeing more advertising on digital screens in doctor’s offices, airports and malls, you’re right. After slower growth in 2014, digital out-of-home (DOOH) providers booked revenue gains of 11% in 2015, the industry’s highest growth rate since the Great Recession, according to PQ Media’s US Digital Out-of-Home Media Forecast 2016. And consumer exposure to DOOH networks increased 4% in 2015 to about 51 minutes per week, “continuing a multi-year upward trend that places DOOH among the fastest-growing segments of the broader media industry,” the report says. Even with that good news, the industry still has its […]

For years, we’ve been helping companies leverage the power of digital media to drive action. Whether they’re using it to increase employee engagement, deliver a better shopping experience or promote menu specials (both of which ultimately improve sales), the primary engine is content. However, in many organizations, content is the ugly duckling of a digital signage program. In the development and buying process, it’s often one of the last considerations. What does get attention? Hardware and software: the screens, players and software to run that equipment. Content is an afterthought, and even worse, technology decisions often end up driving content, […]

Done right, digital signage has been proven to engage shoppers, enhance the in-store experience and increase brand awareness. But let’s face it: the real driver of digital signage is the impact it has on revenue – increasing average purchase amounts and repeat business by around 30% each, according to an InfoTrends report we’ve talked about before. So, how can you better leverage digital signage to sell more in-store? Here are five suggestions for you. 1. Be helpful. Your content doesn’t have to be sales-driven to deliver results. Shoppers have different expectations than they used to when they walk in your […]

“Sign, sign, everywhere a sign.” With a shout out to the Five Man Electrical Band that made those words famous, this message is truer today than ever, wherever you go. This is particularly so in the retail space, where shoppers are barraged with visual messages at every turn. And since the attention span of consumers lasts only a few seconds, retailers have a very brief window to capture their interest and engage them. Digital signage is an effective tool for achieving both of those goals – but the key is in the content. Maximizing the impact of digital signage requires […]

Last week, I was pretty tough on marketing professionals and the reasons they give to justify a digital signage solution. Too often, in my experience, they rely on what looks sexy and sounds cool, rather than considering hard issues such as cost, ROI and metrics to show results. I gave a lot of credit to IT professionals and their focus on those and other concrete details that can lead to a successful implementation. On the other hand . . . IT folks also have a few blind spots when it comes to digital signage. In general, their focus is on […]